public relations, content marketing & you

Int’l +972 9 794 1681US +1 913 440 4072amy@k2-gc.comwww.k2-gc.com

PR, Content Marketing & You

Getting the Most out of Your Content

Your Speaker

Amy Kenigsberg, Principal ConsultantK2 Global Communications

Bachelor of Journalism, magazine & newspaper journalismMBA20+ years in PR and marcomExperience ranges from the first Internet agency to GEIndustries from IT security to telecomCo-founder, K2 Global Communications, international PR, marcom, and content marketing from Israel – 10th anniversary April 2015

General PR OverviewThe Basics

Public Relations, K2 Style

Building relationships with influencers to create third-party endorsements, attracting customers to buy and/or repeat purchase

Four out of Five Experts Surveyed…

Third-party endorsement adds value to your solutions

Your Content Needs to Focus On

•News you can use•Objective statistics that help the industry•Content that adds to the conversation•Conversational – controversial

Reduce: Get Down to Tachlis

•What information do you possess that can create objective reports for your industry?• Use cases• Customer statistics

Reuse Your Content

• “Sell” it as a blog to a targeted media outlet• Promote their usage on social media• Put a link to their site on yours• Send the content in your newsletter – with an

“As seen in”

Recycle• December comes every year• Predictions• Holidays

• Back to school• Are the same people reading

your blog?• Do they even remember what

you wrote?

A Bit More on Content Distribution• Target, target, target• Exclusivity v. “the masses”• Type of impact v. quantity

• Check with your SEO expert (un-indexing, etc.)• If published: Always post their link on your website

Getting to “Open” (your email)

Measurement• Higher website traffic• Consider quality v. quantity• Six visits – One registration• Thousands of visits – Nothing

• More downloads• Increase in newsletter subscribers• Growth of conversion rates• Incoming media inquiries

PR trade industry associations are still debating measurement standards after 30+ years

Bonus SectionThe Little Things Mean a Lot

Present a Professional Face• Always have a native English speaker review your

content•While it may appear to be English, many Israeli

blogs and articles are in “Heblish”• The cow brown that jumped over the moon.• The brown cow jumped over the moon.• He is getting into the place.• He entered.

Spelling Counts

•Any typo in your content significantly reduces your credibility• If you cannot be bothered to spell correctly or have

your materials proofread, you’re undermining confidence in your company and products

Questions?Thanks!

public relations, content marketing & you

k2 stylebuilding relationships

content marketing

content significantlyreduces

content needs

target exclusivity

international pr

social media

cow brown

Marketing

office of public relations and marketing

public relations, marketing, & customer service

marketing, public relations & branding

marketing & public relations introduction...marketing &...

state comm marketing/public relations committee. our charge...

ba (hons) public relations and marketing · ba (hons)...

rfp2017-05 public relations marketing and … public...

ch 14- public relations and marketing

marketing public relations

marketing, advertising and public relations

public relations and public diplomacy: conceptual and...

coordinating marketing and public relations

marketing public relations and sponsorship marketing 20

public relations firm marketing plan

marketing, advertising & public relations handbook.pdf

aichg - marketing, branding & public relations

marketing campaign - 5w public relations -

marketing & public relations plan (health center...

marketing & public relations 101

ic 88 marketing and public relations